How Ridge scaled upsells and refined funnel strategy across five global stores using Aftersell
"Aftersell changed how we think about upsells. It’s not about pushing the most expensive product; it’s about finding what truly adds value to the customer’s purchase."
%
conversion rate
average upsell value
5
international Shopify stores synced with minimal dev time
Ridge started with one goal: help people live more and carry less. Known for its minimalist wallets, Ridge quickly expanded into a full ecosystem of EDC (everyday carry) products – pens, knives, key cases, and even tech accessories.
But as Ridge scaled globally, they hit a friction point.
Challenge
Checkout infrastructure changes forced Ridge to reassess their entire stack. Shopify was sunsetting Checkout Blocks, and their custom-built solutions didn’t mesh easily with new tools. With five Shopify instances to manage, the team needed modularity, flexibility, and a partner who could move fast.
Rebuy was on the table, but it couldn’t meet Ridge’s demands:
No modularity between cart, checkout, and post-purchase
Limited compatibility with custom builds
No white-glove setup support
"With five stores and a custom stack, we needed tools that didn’t force a full rebuild. Aftersell let us pick and choose exactly what we needed."
Michael De Lia, ex-Ecommerce Lead at Ridge
Ridge post purchase upsell
Solution
Aftersell offered a flexible, collaborative approach that felt tailor-made for Ridge:
Modular product offerings meant Ridge could buy only what they needed (checkout + post-purchase)
Aftersell replicated successful U.S. funnels across all international stores, cutting dev time
Hands-on support included building and QAing flows for every store instance
Just as importantly, Aftersell helped Ridge rethink strategy.
The initial goal was revenue. But after digging into data, Ridge saw that higher post-purchase conversion rates often aligned with higher customer satisfaction. They pivoted.
Affinity > Revenue.
One clear example? Offering mismatched water bottles flopped. Swapping them out for matching packing cubes when selling luggage sent conversion soaring.
Ridge packing cubes
Results
High-conversion upsells synced across five stores
Reduced engineering workload with Aftersell-managed funnel duplication
Better customer experience through affinity-based offers
Built a post-purchase testing ground for exclusive offers
"Aftersell changed how we think about upsells. It’s not about pushing the most expensive product; it’s about finding what truly adds value to the customer’s purchase."
Michael De Lia, ex-Ecommerce Lead at Ridge
Ridge didn’t just need a new upsell app. They needed a smarter system that respected their custom stack and international scale.
Aftersell empowered Ridge to:
Launch globally with localized funnel variants
Shift upsell strategy toward long-term customer value
Scale smarter, with zero code duplication
Ridge post purchase upsell
"If you’re managing multiple stores or working with a complex stack, I’d recommend Aftersell in a heartbeat. They helped us move fast, stay lean, and test our way to better margins."
Michael De Lia, ex-Ecommerce Lead at Ridge
Want to scale upsells across custom builds and global stores? Aftersell helped Ridge launch across five markets, rethink their funnel, and scale conversion-focused upsells fast. You could be next.
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